Oprah Launches Her Own Comfort Food Label Because Oprah

Oprah is expanding her brand into grocery stores. She’s partnering with Kraft Heinz for a line of soups and side dishes called O, That’s Good! 

While some grocery stores are already carrying the label, the official ad campaign launches in October. And if Miss O isn’t a good enough reason to buy this new line of veg-heavy comfort food (think cheddar broccoli soup with butternut squash, mashed potatoes with added mashed cauliflower, and creamy parmesan pasta with added white beans), 10 percent of proceeds go directly to charities helping to reduce hunger.

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The media mogul tells People:

I’ve been asked over the years to do anything you can imagine to attach my name to it to. I have always just wanted to stay in my lane and to do what was organic for me, authentic and natural. Food would be it.

The whole idea started with cauliflower mashed potatoes. “I was sitting at my table in my own home and had whipped up some cauliflower, trying to make myself think I was eating mashed potatoes, but it was not working,” she tells USA Today. “So I thought, ‘What if I used a portion of the mashed potatoes and added the cauliflower? Then, I would have a substantive mashed potato-cauli dish.”

If we’ve learned anything, it’s that if Oprah’s name is on it, people will buy it.